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Shangpu Consulting: Marketing Strategy Analysis of LED Lighting Industry in 2023

2024-08-02 14:00:39 Source: Champ Consulting Visits:0

LED lighting is the use of light-emitting diodes (Light Emitting Diode) As a light source, lighting products have the advantages of energy saving, environmental protection, long life, and strong controllability. They are substitutes for traditional lighting products. As technology advances and costs fall,LEDLighting in various applications continue to expand market share, become the mainstream of the lighting industry.

According to data from the Champ Consulting Group, 2023YearThroughout the yearGlobal LEDLighting market size is expected to reach 638Billion US dollars, up 4% year-on-year . Among them, China is the world's largest LEDLighting market, accounting for about 30%Estimated 2023YearThroughout the yearscale up to 191billion dollars. ChinaLEDAfter years of development, the lighting industry has formed a complete industrial chain and competition pattern, and a number of enterprises with international influence have emerged.

According to the different application fields, China LEDThe lighting market can be divided into segments such as general lighting, display, backlight, automotive lighting and plant lighting. Among them, general lighting is the largest market segment, accounting for about 46%Mainly including indoor lighting, outdoor lighting and industrial lighting . Display is the second largest market segment, accounting for about 15%, mainly including outdoor advertising screen, conference all-in-one machine, XRVirtual shooting, etc.. Backlight is the third largest market segment, accounting for about 8%, mainlyIncluding TVs, monitors, laptops and tablets . Automotive lighting is the fourth largest market segment, accounting for about 2%, Mainly including headlights, taillights, daytime running lights, etc.. Plant lighting is the fifth largest market segment, accounting for about 1%It mainly includes greenhouses, vertical farms and family planting.。

China LEDThe competitive landscape of the lighting industryIt is still relatively decentralized, with no obvious monopoly or oligarchy. according to 2022Annual revenue data, China LEDMarket concentration in the lighting industry CR5About 6%，CR10About 10%. This shows that the market share of the top ten companies only accounts for one-tenth of the entire industry, while other companies have many opportunities to enter and develop.This shows that there are many small and medium-sized enterprises in the industry, and there is no stable leading edge. At the same time, there are also some enterprises with strong competitiveness and influence in the industry, such as Opal Lighting, Mullinsen, Debang Lighting, etc., which occupy a high market share in their respective segments.

ChinaLEDTechnology trends in the lighting industry are mainly manifested in the following aspects:

LED chip technology:Mini/Micro LEDthe development and application of technology,LEDThe chip will achieve higher brightness, lower power consumption and smaller size, improving display effect and energy saving efficiency. At the same time,LEDChip will also face competition from TV manufacturers and panel manufacturers, the need to strengthen technological innovation and capacity expansion.

LED packaging technology:COBthe maturity and popularity of technology,LEDThe package will achieve higher pass-through yield, lower cost and better reliability, drivingP1.0以下显示屏的快速降本和普及。同时，LED封装也将面临来自Mini/Micro LED技术的替代威胁，需要加强技术转型和产品升级。

LED应用技术：随着智能化、数字化和个性化的需求增长，LED应用将实现更高的可控性、更强的互动性和更丰富的多样性，满足不同场景和用户的需求。同时，LED应用也将面临来自LCD、OLED等其他显示技术的竞争，需要加强产品创新和品牌塑造。

ChinaLED照明行业的消费需求主要表现在以下几个方面：

节能环保需求：随着能源危机和环境问题的加剧，节能环保成为全球共识和政策导向。LED照明作为传统照明产品的替代品，具有显著的节能环保优势，符合社会发展趋势和消费者认知。

高品质需求：随着消费者对照明产品的品质要求提高，高品质成为LED照明产品的核心竞争力。高品质不仅体现在产品的光效、寿命、可靠性等方面，也体现在产品的光色、光分布、光谱等方面，以满足不同场景和用户的视觉舒适度和健康需求。

智能化需求：随着物联网、云计算、人工智能等技术的发展和应用，智能化成为LED照明产品的重要发展方向。智能化不仅体现在产品的调光调色、远程控制、语音交互等方面，也体现在产品的数据采集、分析处理、反馈调整等方面，以实现照明系统的自动化、优化和个性化。

多元化需求：随着消费者对照明产品的功能和形式要求多样化，多元化成为LED照明产品的重要特征。多元化不仅体现在产品的功能上，如显示屏、背光源、植物照明等不同应用领域，也体现在产品的形式上，如灯带、灯泡、灯管等不同外观设计，以适应不同场景和用户的审美需求。

综合以上分析，我们认为2023年中国LED照明行业市场营销策略应该根据不同细分市场的特点和需求进行差异化定位和执行，具体建议如下：

通用照明市场：该市场是最大也是最成熟的细分市场，竞争激烈且同质化严重。因此，我们建议企业在该市场采取以下营销策略：

产品创新：在保证产品基本功能和品质的前提下，开发具有差异化优势和附加值的产品，如智能照明、健康照明、美观照明等，以满足消费者的多元化需求和提升产品的附加值。

渠道拓展：在保持传统渠道的稳定和优化的基础上，积极开拓新兴渠道，如电商平台、社交媒体、直播带货等，以扩大产品的覆盖面和影响力。

品牌塑造：在提升产品的品牌知名度和美誉度的同时，强化品牌的核心价值和差异化定位，如节能环保、高品质、智能化等，以增强品牌的忠诚度和竞争力。

服务提升：在保证产品的售后服务质量和效率的同时，提供更多的增值服务，如免费安装、定制设计、专业咨询等，以提高消费者的满意度和黏性。

显示屏市场：该市场是第二大也是最快速发展的细分市场，技术创新和应用场景是驱动市场增长的主要因素。因此，我们建议企业在该市场采取以下营销策略：

产品创新：在跟随Mini/Micro LED技术的发展和应用的同时，开发具有自主知识产权和创新优势的产品，如透明显示屏、柔性显示屏、异形显示屏等，以满足不同场景和用户的个性化需求和提升产品的技术壁垒。

渠道拓展：在维护传统渠道的合作关系和稳定订单的基础上，积极开拓新兴渠道，如文化旅游、智慧城市、虚拟现实等，以拓展产品的应用领域和增加产品的附加值。

品牌塑造：在提升产品的品牌知名度和美誉度的同时，突出品牌的技术实力和创新能力，如Mini/Micro LED技术领先、显示效果出众、显示形式多样等，以增强品牌的专业度和竞争力。

服务提升：在保证产品的售后服务质量和效率的同时，提供更多的整体解决方案，如方案设计、系统集成、内容制作等，以提高消费者的信任度和黏性。

背光源市场：该市场是第三大也是最稳定发展的细分市场，与电视厂商和面板厂商有着紧密的合作关系。因此，我们建议企业在该市场采取以下营销策略：

产品创新：在跟随COB技术的成熟和普及的同时，开发具有低成本、高可靠性和高兼容性的产品，如COB背光源、直下式背光源、侧入式背光源等，以满足不同规格和要求的电视和面板产品。

渠道拓展：在保持与电视厂商和面板厂商的长期合作关系和稳定供货能力的基础上，积极开拓其他终端设备领域，如显示器、笔记本电脑、平板电脑等，以扩大产品的应用范围和增加产品的市场份额。

品牌塑造：在提升产品的品牌知名度和美誉度的同时，强化品牌的合作伙伴和供应商的形象，如与知名电视厂商和面板厂商有着深度合作、为多个终端设备提供优质背光源等，以增强品牌的信誉度和竞争力。

服务提升：在保证产品的售后服务质量和效率的同时，提供更多的技术支持和配套服务，如技术咨询、产品测试、产品改进等，以提高消费者的满意度和黏性。

汽车照明市场：该市场是第四大也是最具潜力的细分市场，与汽车厂商和汽车配件厂商有着密切的合作关系。因此，我们建议企业在该市场采取以下营销策略：

产品创新：在跟随汽车照明技术的发展和应用的同时，开发具有高亮度、高安全性和高智能性的产品，如LED大灯、LED尾灯、LED日间行车灯等，以满足不同型号和级别的汽车产品。

渠道拓展：在保持与汽车厂商和汽车配件厂商的长期合作关系和稳定供货能力的基础上，积极开拓其他汽车照明领域，如内饰照明、氛围照明、功能照明等，以丰富产品的功能和形式。

品牌塑造：在提升产品的品牌知名度和美誉度的同时，突出品牌的安全性和智能性，如LED照明能够提高驾驶安全、LED照明能够实现智能控制等，以增强品牌的专业度和竞争力。

服务提升：在保证产品的售后服务质量和效率的同时，提供更多的定制服务和配套服务，如定制设计、安装指导、故障排除等，以提高消费者的信任度和黏性。

植物照明市场：该市场是第五大也是最新兴的细分市场，与农业生产和家庭种植有着紧密的联系。因此，我们建议企业在该市场采取以下营销策略：

产品创新：在跟随植物照明技术的发展和应用的同时，开发具有高效率、高适应性和高可控性的产品，如LED植物灯、LED植物柜等，以满足不同植物种类和生长阶段的光照需求。

渠道拓展：在与农业部门和机构建立合作关系的基础上，积极开拓新的客户群体和市场领域，如温室大棚、垂直农场、家庭种植等，以扩大产品的应用范围和市场份额。

品牌塑造：在展示产品技术优势和应用效果的同时，加强对植物照明知识和理念的宣传和教育，提高品牌影响力和认同感，打造品牌专业性和权威性。

服务提升：在保证产品质量和售后服务的前提下，提供更多的技术支持和解决方案，如光谱调节、光周期控制、数据监测等，以提高客户的依赖度和黏性。

according to champ consulting,2023年中国LED照明行业将继续保持稳定增长，并呈现出多元化、智能化、高品质化等特征。我们建议企业根据不同细分市场的特点和需求进行差异化定位和执行，以提高市场竞争力和盈利能力。

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